Weetabix East Africa has launched the second phase of its national consumer campaign, “Fyatuka na Weetabix Reloaded.” Speaking at Radisson Blu, CEO Dominic Kimani reaffirmed the brand’s commitment to delivering affordable, nutritious, and portable breakfast options for Kenyans.
Kimani highlighted the 37g Kadogo pack as a key innovation designed to meet the evolving needs of consumers. He announced a $2.1 million investment in factory expansion, sustainability efforts, and consumer-driven initiatives. The Nairobi factory has seen significant upgrades, including a 25% boost in renewable energy use, enhancing production capabilities and environmental stewardship.
The campaign targets younger consumers, particularly Gen Z and Millennials, with ready-to-eat options that align with busy lifestyles. Kimani emphasized the growing demand for convenient, healthy meals, noting that cereal is no longer just a breakfast staple but an anytime snack or meal.
Weetabix continues to innovate with products like Fruity Fiesta and Fruit Frenzy, aiming to expand its market share while offering wholesome choices. Kimani expressed gratitude to Kenyan consumers for making Weetabix a household name and encouraged them to participate in the new campaign.
This initiative underscores Weetabix’s mission to provide better breakfasts and healthier lives for all.
